Facebook is contemplating ads within the Groups Tab.
Groups are a great place to find individuals in specific individuals and demographics. Facebook might capitalize on this by permanently adding ad placements into the group tab. The select advertisers will be able to utilize the new features in the Ads Manager.
Business 2 Community explained their thoughts on the increased focus on community in the platform. Facebook has poured into its campaign aimed at increasing group engagement, and an example of this is an ad created by Facebook called “‘Game Day’ Commercial – More Together.”
Facebook’s Product Manager, Melissa Tokmak explained in an email to Marketing Land, “We’re running a small test to place ads in the Groups tab and will evaluate whether these ads are beneficial for people and businesses before deciding whether to expand it further.”
Lately, Facebook has been making frequent updates to their ad platform, whether it’s to recoup ad dollars lost during the Cambridge Analytica breach or because users are becoming more aware of their privacy, Facebook wants to make their ad platform more attractive. Updates have included increased transparency, tools to better track ROI, rebranded ad offerings, and integrations with Facebook Pixel.
The social media superpower has also had increased competition from platforms like Microsoft Advertising, Amazon, and Google Ads. These preliminary Group Tab ad tests further prove Facebook’s need to grow and offer more personalized offerings that are competitive in the crowded ad competition.
This ad offering could give users the ability to take in products and ads that line up with their sensibilities. Marketers being able to aim ads at a target market within a group could be a huge benefit to brands from large to small.